What Constitutes the Perfect PPC Ad?
Pay per Click advertising, otherwise known as PPC, can be a very confusing arena when you are starting out. Whether you opt for Google AdWords, Microsoft Bing Ads, Facebook PPC, or any of the many other Pay per Click options out there, you must keep in mind that there are certain rules to follow, in order to be successful at PPC.
Many people make the mistake of thinking they can just whip up a PPC advert and reap the rewards – here we will explore how there is actually a lot more to it.
Display ads otherwise known as banner ads, are graphical blocks. These are one of the most popular types of ads online today. However, in the congested world of the Internet it is very easy for site viewers to suffer from banner blindness, which is when they consciously or subconsciously ignore banner-like information, particularly when the banner ads are badly designed or boring.
- For a ‘brand awareness’ campaign, you should choose an appropriate headline focussing on your brand and incorporating your logo and mission statement.
- Think about your target audience and try to include a keyword that is relevant to their interests.
- Background Imagery
- If you use an image, keep it in the background.
- It must be both interesting and relevant, but not detract from the headline, copy or Call-to-Action.
- Close up images show quality and are not overwhelming to the viewer.
- A subtle pattern, such as thin stripes or zig zags can work well to break up blank or bland space between written copy.
- Influential Copy
- For brand awareness your mission statement may well be alluring enough to get the visitor to click, but to increase click-through rates you should try to use your powers of persuasion to provide at least two benefits in fewer than 10 words.
- The main benefit should outline why the visitor wants to click, the second benefit should highlight the obvious reason for clicking, such as how quick or easy it is. You want the words to be read and noticed, so forget about following the rules of English grammar and Capitalise the first letter of every word.
- Use ‘Bold’ for Keywords or words that have a strong impact, in order to stop anyone skim reading through the ad.
- Call to Action
- For brand awareness get personal by including ‘you' in the copy, such as ‘Get Yours' or ‘Buy Yours'.
- Place the Call-to-Action in the bottom right or left corner, depending on the placement of your image and grey space.
- It doesn't have to be huge, but make it eye catching enough to serve its purpose.
If you are advertising in an effort to increase site visitors, rather than to create brand awareness, then traditional advertising phrases like ‘Buy Now’ or ‘Find Out More', can also be effective. In this case you should centre the Call-to-Action at the bottom of the advert and make it in equal size to the headline. Capitalise the first letter of every word to capture attention.
Keep the psychology of colour in mind. When it comes to brand awareness using blue, green or purple will help you to come across as trustworthy and calming. For click volume, use aggressive colours like red, orange or yellow to compel visitors to get clicking.
- Compelling Headline
- Creating a sense of urgency in your advert is key when it comes to Facebook advertising. Facebook users are casually seeing what their friends have been up to, as opposed to actively searching for a purchase or answer. Something like a discount, promotion, competition or surprising fact can draw traffic in. Questions featuring a demographic relevant keyword can also be effective at catching their attention for long enough to click.
- Fascinating Image
- Test your images (between 7 & 10 per campaign) – images matter in Facebook; this is what catches the viewer’s eye and can make or break the potential of a click through. Smiling women, colourful logos and close up headshots are among the most successful images on Facebook. It is also proven to be more productive to use horizontal images rather than vertical.
- Convincing Copy
- Copywriting is the backbone of advertisements, but in PPC, it is vital that you keep it short & sweet and just say what you need to. Use each word deliberately. Always keep your target audience and headline in mind and aim to connect the copy to the headline. Use Keywords that are relevant to both the advert and destination and the targeted demographic. Try referencing the specific interests or locations you've selected. If your ads are still failing, even across the 7 to 10 image iterations the problem is your copy. Always be testing your copy, run multiple versions at once and don’t forget to include your Call-to-Action.